Marketing Strategies for Fashion Industry

The assignment provides a comprehensive overview of marketing strategies and approaches in the fashion industry. It includes references to various studies and research papers that examine topics such as corporate social irresponsibility, social media influence on consumer behavior, and the impact of digital marketing on luxury fashion brands. The assignment also covers the importance of brand culture and communication across industries, as well as the design and development of intelligent decision support prototype systems for social media competitive analysis in the fashion industry.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
LO 1.................................................................................................................................................1
1. Introduction to the concept of marketing with including current and future trends................1
2. Overview of different marketing processes.............................................................................2
3. Roles and responsibilities of marketing manager in context of the organisation....................3
4. How marketing influence and interrelates with other functional department of the
organisation..................................................................................................................................4
5. Value and importance of marketing role in context of the enterprise.....................................4
6. Conclusion that emphasis on significance to have effective interrelationship between
different functional department...................................................................................................4
PART B...........................................................................................................................................5
LO 2.................................................................................................................................................5
Compare organisation with using 7ps of marketing mix.............................................................5
LO 3.................................................................................................................................................8
Produce marketing plan to meet with organisational objectives and goals.................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing consists important role in business success that assists to accomplish goals and
objectives to attain overall goals and objectives. With this regard, key process of the business
develop through researching, promoting, selling products and services in international areas.
Hence, they can promote business with brand, offering and make effective sales (Shin and Lee,
2015).
In this context, present study based on Zara which deals in fashion retail stores and
provides qualitative products and services to all customers. They consider more effective goods
to ascertained desired level of results in the country.
For gaining insight knowledge and information of the present study, it can be stated that
it covers concept of marketing and includes current and future trends that develop positive results
in processes. Furthermore, it considers roles and responsibilities of marketing manager and
comparison of firms on the basis of marketing mix. At last, it includes marketing plan that
ascertained significant advantages to focus on desired level of results.
PART A
LO 1
1. Introduction to the concept of marketing with including current and future trends
Marketing concept can be define as the belief that firms must be analyse about customers
needs and make rationale decisions to beat with competitors to satisfy those needs and
requirements. Zara adopted this strategy to satisfy their customers and increase more profitability
at workplace. Furthermore, this concept also develop quality and cheap products that preferred
by consumers. Many managers are concentrating to get production efficiency, mass distribution
and low costs services (Huang, Wei and Chang, 2016). Customers are also tends to get more
interested in low prices so that good quality of products and services can be successfully develop
that increase supply of the business.
In addition to this, Zara also believe that consumers are always favoured products with
high quality and innovative features and performances. As a result, manager need to concentrate
on consider high quality of products to improve more desired level of results. It is also assumed
that customers are also admired for well products which appraise quality to improve positive
performances (Viardot and Nylund, 2017). For future development, Zara target customers with
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fashion forward and trend conscious. They evolve new marketing strategy that replace product
and consider more promotional activities in the market. They foster highly engaged workforce
that translates with interaction of people.
2. Overview of different marketing processes
In order to consider different marketing processes, following steps can be successfully
implemented in Zara development: Situational analysis: In this consideration, Zara need to focus on particular situation that
serves as basis for identifying opportunities that satisfied unfulfilled customers
requirements. Along with this, it helps to assess customer needs which must be
understand with own capabilities and environment. It includes past, present and future
aspect of business to forecast appropriate results (Shin and Lee, 2015). Marketing strategy: The chosen business has the best opportunity to satisfy their
customer with strategic plan so that successful market research can be gain. It considers
segmentation, targeting, positioning and value proposition to target market (Huang, Wei
and Chang, 2016). Marketing mix decision: In order to promote tactical decisions, it can be stated that
controllable parameters of marketing mix includes certain actions with product
development, pricing decisions, distribution strategy and promotional campaign.
 Implementation and control: At last, marketing plan must be consider development of
the business which includes few environment static. As a result, it contains product
development, pricing decision, distribution contract and promotional campaign
development.
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3. Roles and responsibilities of marketing manager in context of the organisation
Marketing manager consider important role in the business to get successful results and
outcomes. In this regard, it is important to focus on goals and objectives of Zara that assists to
evaluate regular performance with evaluation strategy. Following are different roles and
responsibilities can be determines in business enterprise: Develop marketing strategy: Marketing manager of Zara is responsible for developing
marketing strategies which assists to whole business to clearly develop significant
advantages. In this regard, products and services can be promote to target to increase their
sales volume and maintain competitive results (Huang, Wei and Chang, 2016). Maintain customer relationship management: Marketing manager also perform
functions to maintain customer relationship management in the organisation to develop
significant advantages at workplace (Andadari, Priyanto and Haryanto, 2016). In this
regard, Zara need to ensure excellent customer service to maintain and build long term
relationship.
 Employee engagement: Marketing managers of the chosen business also need to
concentrate on set targets for departmental staff and perform periodic performances'
evaluation of staff members.
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Illustration 1: Marketing mix process for Zara
(Source: The Marketing Process, 2018)

4. How marketing influence and interrelates with other functional department of the organisation
In order to develop effective results, it can be stated that following are different functions
consider with other functional department of the enterprise: Marketing function with human resource: In this way, marketing department of Zara
work to develop effective results with appropriate functioning at workplace. At different
level of staffing, Zara need to concentrate on research and development activities for new
products and ideas. Targets can be successfully accomplish within the sales team. Marketing function with production department: Marketing department consider
important functioning with production department. In this consideration, it can be stated
that adequate research and development program can be successfully adopted that assists
to focus on generate more profit and revenue. This department also set deadlines that
assists to schedule that is required for delivery (Shin and Lee, 2015). Hence, Zara can
communicate easily with other functions to meet with healthy and safety requirements.
 Marketing function with finance department: Marketing department also need to work
closely with finance department. This is because, it contains adequate budget and
information to meet with needs of research. In this regard, promotion and distribution can
be successfully develop to ensure effective financial capabilities by Zara.
5. Value and importance of marketing role in context of the enterprise
Marketing consider more value and importance in the enterprise to gain desired results at
workplace. In this consideration, relationship can be successfully established which increases
effectiveness to promote several activities. In Zara, it is important for responding towards
customer and ongoing product developing activities. As a result, they can easily ascertain
continuous development and modifying work with improvements. It helps to keep customer
aware with the highest loyalty and customer satisfaction with all major brands. Furthermore,
social media influence to set features of the business (Viardot and Nylund, 2017).
6. Conclusion that emphasis on significance to have effective interrelationship between different
functional department
In order to maintain effective relationship, it can be stated that in different functional
department ascertained their work to focus on desired results of efficiency. Zara need to focus on
more improvements that assists to accomplish their goals in appropriate manner. In this regard,
several features can be regulated through promotional activities. It assists to focus on customer
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satisfaction and create loyalty program as well. Furthermore, it summarised about importance of
marketing functions that can be regulated to consider effective relationship in different functional
department. Hence, the chosen business consider relationship with human resource department,
production department and finance department as well.
PART B
LO 2
Compare organisation with using 7ps of marketing mix
Marketing mix of Zara consider successful brand that can be explained and compare with
Gucci:
Basis Zara Gucci
Product Zara leading in luxury fashion
labels in the world. They offer
different kinds of products such as
men, women and children. As a
result, they contain different kinds
of products such as jeans, trousers,
tops, T-shirt, etc. (Shin and Lee,
2015). There are different kinds of
new designs has been produced
that assists to focus on target
market and influence availability
of product line.
However, marketing mix of Gucci
consider product which is one of the
essential consideration in strategy. In
this regard, different kinds of
products and services continuously
develop to focus on denims, leather,
tops, briefcases, bags, etc. These
different kinds of products promoted
by them to accomplish desired level
of results at workplace. In children
section, important clothes and new
born baby products also provided
(Andadari, Priyanto and Haryanto,
2016).
Price Pricing strategy can be established
with successful brand with amount
of money that want by customers.
As a result, they pay attention to
make sure that effectiveness
As compare to this, Gucci provide
premium priced products. On
different apparels, quality and
effective consideration also
maintained which includes sort of
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continuously increases to develop
reasonable strategy. Zara adopted
competitive pricing strategy that
assists to focus on goals and
objectives that ascertained
significant advantages at
workplace.
charges and expenses. When
products are exported, rate of these
products increases. As a result, it
contains finished products that are
made with trademark on them. High
quality of results also gained with
using high quality in different
aspects.
Place Zara operated in more than 88
nations with 6500 outlets. They
are also considered online stores
through cover new brand and
chain to promote functioning.
They use unique business model
that assists to bring new products
and fashion in the market.
Commercial team also coordinated
to send manufacturing hub.
Commercial team of the chosen
business ascertained their effective
option to coordinate with new
trends and development program.
On the other hand, Gucci
successfully optimising with existing
network that drive for organic growth
and profits. It assists to operate in
business functions that can be
ascertained to handle and support
staff functions such as human
resource, CSR, finance, etc.
However, this enterprise has limited
no. of franchise and selected
department so that stores will get
effective products and services to
cope-up with desired results.
Promotion Zara spends a lot money for
advertising. This is because, they
contain more engagement of
people to promote their products
and services. They adopted unique
selling proposition with process
time so that large variety of style
and affordable pricing can be
As compare to this, Gucci makes
itself visible with using
advertisement, banners, etc. Social
print media is the important part of
marketing mix that adopted by the
organisation. Marketing campaign
features also consider on social
media platforms such as Facebook,
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successfully develop. They are
generally prefers spending high
amount of money because word of
mouth and social media
promotional strategies successfully
develop in the market.
Pinterest, YouTube, Instagram, etc.
People People are important source for
Zara to run business and develop
more desired level of results at
workplace. In this consideration,
daily tasks can be accomplish to
ensure good services will be
distributed in the country.
Employees of the chosen business
have friendly nature and they help
to promote more desired level of
results to take advantages in the
business.
In contrasting, within Gucci there are
several employees work together to
promote productivity and
effectiveness to concentrate on
desired level of results. In this regard,
it can be stated that different
functions and operations are
continuously developed with
different people engagement. In this
consideration, the chosen business
needs to increase their effectiveness
with several number of people.
Process In order to successfully expanded
business operations, it can be
stated that Zara continuously
develop their operations and
functions with effective process.
In this regard, their effective
packaging is one of the important
service and touch point which
assists to develop significant
advantages. It can be also refer to
attain overall goals and objectives
that can be expanded to attain
Gucci is one of the famous brand in
the market in term of fashion
industry. In this regard, it can be
stated that organisation successfully
develop their operations (Malhotra,
2015).
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more effectiveness (Öztürk and
Engizek, 2017).
Physical evidence Physical evidence is visual aspect
that assists to accomplish desired
level of results for customers.
Customers will purchase products
and services to know about
business representation facilities.
Zara considers this strategy to
building layouts in appropriate
manner and ascertained several
advantages (Aravendan and
Panneerselvam, 2016).
Physical evidence of the Gucci is
also strong and it is effective for
packaging style that assists to attain
more desired results at workplace.
LO 3
Produce marketing plan to meet with organisational objectives and goals
Zara is the famous brand of fashion industry so that they consider different functions and
operations to develop significant advantages in the business. In this aspect, following marketing
plan can be successfully implemented that assists to communicate desired results at workplace:
Executive summary: In order to implement successful plan of marketing, it can be stated
that Zara need to focus on business development activities that can be done with using successful
plan. Therefore, they need to assess market with consideration of different activities. As a result,
it includes several aspects in the market (Valta and Vianelli, 2016).
Mission: Zara has mission to target all types of customers to focus on goals and objectives
in effective manner. With this regard, it can be stated that the chosen business need to increase
customer base.
Vision: Zara has vision to reach in all over the world with using more effective and
promotional tools. They want to increase profits and revenue in all over the world with using
different strategy (Viardot and Nylund, 2017).
SWOT analysis
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 Strength: Zara has several strengths such as they are dealing with more than 50000
employees who possess effective capabilities and efficiency to attract several customers.
In this regard, they can easily fulfil customer demand and requirements easily.
Furthermore, qualitative and effective material of products and services so that loyalty
can also build in the business (Huang, Wei and Chang, 2016).
 Weakness: However, there are several kinds of weakness exists in front of Zara that can
create negative impact on results. For example, high cost of products reduces customer
attraction. In India and some other developing countries there are low income people so
that they are unable to buy high range of products and services. Another weakness of the
organisation is low safety stock so that they are unable to communicate better results
(Shin and Lee, 2015).
 Opportunities: Furthermore, there are several opportunities in front of Zara so that they
can establish more effective results at particular place. E-commerce is one of the
important and greatest opportunities in front of the Zara. Growing marketing potential is
also important aspect that assists to develop significant advantages in the business.
 Threats: In the market, there is high competition exists that create impact on the results
and outcomes. In this regard, it can be stated that other businesses consider better designs
at best prices so that the chosen business fail to attract customers (Toma, 2018).
Furthermore, there are no any smaller store and shops so that it also creates impact on the
results so that it also creates impact on the results.
PESTLE analysis:
 Political factors: In the market, government intervention is high so that Zara unable to
expand their market which create impact on the results and outcomes. New system of the
government also needs to follow by the chosen business so that they can regulate their
functions in new areas easily (Andadari, Priyanto and Haryanto, 2016).
 Economic factors: In the market, economic factors mainly create impact on results
because fluctuations in the country can be impacted on Zara. With this regard, it can be
stated that economic conditions need to be evaluate so that effectiveness can be
successfully measure that ascertained significant advantages (Friberg and Tu, 2017).
 Social factors: Market trends and customer demand continuously change so that it is
important to deal with market demand and requirements of the customers. As a result,
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Zara need to focus on the customer’s needs and requirements so that they can deal with
effective results and outcomes easily (Ayertey and Ozuem, 2018).
 Technological factors: In order to expand market, technological factors also create impact
on Zara. In order to implement advance technology, it can be stated that Zara can focus
on their goals and objectives. In addition to this, desired level of results can be develop to
ascertained desired level results.
 Environmental factors: Environmental factors consider impact on Zara so that it can be
said that the chosen business need to focus on maintain environmental safety. In this
regard, it can be stated that proper safety and effectiveness will be successfully
implemented. With this regard, it can be said that weather, season, etc. create impact on
results (Marques, 2016).
 Legal factors: Changes in rules and regulations create impact on outcomes of Zara so that
it can be stated that corporate policies, alter operation can set policies. In this regard,
copyright issues also exists that can be create impact.
Marketing budget: Total 580 pound requires accomplishing goals and objectives of the
Zara. In this way, promotion, purchasing of raw material, etc. activities can be successfully
increase profits and revenue to get several benefits in the market (Mekonnen and Larner, 2018).
STP strategy: Segmentation, targeting and positioning are major perspective that assist to
focus on desired level of results. Segmentation is one of the important element in which Zara set
their attraction of demographic segmentation for women attraction. Furthermore, target element
consider with demographic consideration (Dasgupta and Kothari, 2018). Positioning can be
made with desired level of goals and objectives that can be accomplish profits and revenue.
Promotional strategy: With this regard, it can be stated that promotional strategy can be
successfully develop with different products and services. In this consideration, advertisement
and online promotion also create positive impact on results. Furthermore, newspaper, online
article, etc. also impact on systematic manner (Ngai, Lam and Moon, 2016).
CONCLUSION
From the above report, it can be stated that marketing consider more essential role in
business success. Therefore, it assists to promote more products and services in several areas of
the world. As a result, it can be successfully develop more profits and revenue at workplace of
Zara. In this regard, present report summarised about roles and responsibilities of marketing
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manager to focus on desired results at workplace. Furthermore, it summarised about marketing
department and relations with different department of Zara. It assists to focus on goals and
objectives that ascertained more profitability. At last, marketing plan also successfully develop to
focus on more effective results.
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REFERENCES
Books and Journals
Andadari, R.K., Priyanto, S.H. and Haryanto, J.O., 2016. ANTECEDENTS OF FUTURE
MARKET ANTICIPATION: A BETTER UNDERSTANDING FROM THE
FASHION INDUSTRY IN INDONESIA. International Journal of Organizational
Innovation, 8(3).
Aravendan, M. and Panneerselvam, R., 2016. Implementation of Hybrid Genetic Algorithm for
CLSC Network Design Problem—A Case Study on Fashion Leather Goods Industry.
American Journal of Operations Research, 6(04), p.300.
Ayertey, S. and Ozuem, W., 2018. Developing Compelling Online Recovery Strategies:
Implications for the Fashion Clothing Industry. In Digital Marketing Strategies for
Fashion and Luxury Brands (pp. 264-288). IGI Global.
Dasgupta, S. and Kothari, R., 2018. The Impact of Digital Word-of-Mouth Communication on
Consumer Decision-Making Processes: With Special Reference to Fashion Apparel
Industry. In Holistic Approaches to Brand Culture and Communication Across
Industries (pp. 176-198). IGI Global.
Friberg, S. and Tu, F., 2017. Students' Attitude-Behaviour Gap: And the Effect of Corporate
Social Irresponsibility in the Fast Fashion Industry.
Huang, S.H., Wei, M.C. and Chang, T.C., 2016, July. Qualia into the fashion show case analysis.
In International Conference on Cross-Cultural Design (pp. 193-204). Springer, Cham.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Marques, A.M.D.R., 2016, July. Impact of learning process in fashion students: link with
industry, social media and websites. In EDULEARN 2016-8th International Conference
on Education and New Learning Technologies (pp. 1743-1749). IATED.
Mekonnen, A. and Larner, L., 2018. “Exclusivity Dared”: Impact of Digital Marketing on
Luxury Fashion Brands. In Digital Marketing Strategies for Fashion and Luxury
Brands (pp. 165-177). IGI Global.
Ngai, E.W., Lam, S.S. and Moon, K.K., 2016. Design and Development of Intelligent Decision
Support Prototype System for Social Media Competitive Analysis in Fashion Industry.
Journal of Organizational and End User Computing (JOEUC), 28(2), pp.13-32.
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Öztürk, S. and Engizek, N., 2017, September. AN EXPLORATORY STUDY ON
CONSUMERS ATTITUDES TOWARDS ETHICAL FASHION CONSUMPTION:
MOTIVATORS AND BARRIERS. In 10th Annual Conference of the EuroMed
Academy of Business.
Shin, S. and Lee, S.H., 2015. Effects of Business Environmental Factors on 4P Mix of Eco-
friendly Textile in Textile Fashion Firms. Journal of Fashion Business, 19(2), pp.36-52.
Toma, C.H., 2018. The Shop of the Future: Bridging the Online/Offline Experience Gap in
Fashion Retail Through Virtual Reality. In Fashion and Textiles: Breakthroughs in
Research and Practice (pp. 42-68). IGI Global.
Valta, M. and Vianelli, D., 2016. Brand Experiences, Retail Scenarios, and Brand Images in the
Fashion Industry. In Handbook of Research on Global Fashion Management and
Merchandising (pp. 444-466). IGI Global.
Viardot, E. and Nylund, P.A., 2017. Conquering the Digital Customer: How Zara Is Confronting
the Digital Innovation Revolution. In Socio-Economic Perspectives on Consumer
Engagement and Buying Behavior (pp. 334-354). IGI Global.
Online
The Marketing Process. 2018. [Online] Available through:
<http://www.netmba.com/marketing/process/>.
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